QUICK QUESTIONS WITH: Maud Vanden Beussche

Fashion is fickle. We prioritize style, storytelling and substance, always. That’s why upon seeing the collection from Brussels-based designer Maud Vanden Beussche, immediately we were intrigued. The pieces on display were strong, with dense fabrics, clean lines and striking silhouettes. However, what really put our meeting over the edge was our interaction with the designer herself. The girl is just cool, and she makes clothing that follows. She’s laid back, but straight to the point, which is reflected quite directly in her work. This honesty, ease and openness are themes explored in every piece, every meticulous stitch. 

This is why we are excited to present Maud in our store and have this rising designer among our selection. To mark MVB launching at RENDEZ-VOUS, we sent over some questions to get more of the low-down on the brand’s story, the way she works, and even some tips for Brussels! 

Describe in some words the story of the launching of the brand.

I had my first brand in 2013 « Can Pep Rey » which started quite well actually, after four years, we were distributed in 40 sales points, worldwide.

The story was very simple, it was inspired from a 500 year old Fin in the heart of Ibiza, where time seems to have stopped and I wanted to make clothes that you can wear for a whole week without needing to change. The environment has always been very impactful on the way I dress, I think, eat. I’m very influenced by the atmosphere and ambience around me. I left the brand in 2017, my ex-boyfriend, my house, everything, and came back to Brussels where I still live now, with empty pockets. This was a very traumatic experience, but also one of the most rewarding ones. After this, I created « Clown Blanc » A CREATIVE LABEL specialized in WORKWEAR CLOTHING aiming to glorify workers in their workplace. 

This was in 2018 and I had a great year until Covid. During confinement, I started to get bored after day three. So I took my pencils and my paper and made some patterns. Some factories weren’t closed, so I made a small production, sold it. 

I felt joy again, connecting to people. Weirdly, I haven’t felt that connected during « normal life ». So when Covid was over, I started to work on this new brand. 

I’ve collaborated with a creative direction studio across a wide range of projects, from interior and product design to art direction, even restaurant menus. It was a bit wild, but it all made sense: the environment is an integral extension of my work and its reflection.

Somehow, I came back to clothing. It has always been my first idea, when I was five or six I was already looking for clothes that were nowhere to be found especially for a kid. I was wearing my dad’s oversized shirt, and my big sister’s coat, which was sweeping the floor…

In 2023 I made one suit; a jacket and pants. Six months later, I had a collection that was sold in one sales point. And today, we are sold in 18 sales points. It’s crazy.

What has been the most rewarding experience while starting your own brand? 

I think there is nothing more rewarding than seeing people wearing your clothes and telling you that they only wear this. I literally have friends who wear the same thing every time I see them. I don’t care to have recognition from press or fashion gurus. I think making a brand from scratch, being hopeful, while nothing was pointing in that direction is what I am the most proud of.

What has been the most challenging? 

The most challenging has probably been the money, the rhythm, and the isolation; you constantly work, you’re swollen onto your project, everything turns around it and sometimes you don’t recognize who you are, don’t know what you want. These are extremely hard conditions to keep focus and have your feet grounded. And paradoxically, there is also something so stupid about being stressed about something so unnecessary, I also sometimes feel very stupid for caring that much for something so superficial as fashion. I just believe that there is a light I can put through this, and if it makes some people happy then it’s a win, but sometimes this industry is very indecent. 

Where does the design process start for a collection? 

Looking back, I realize more and more that what drives me into collections is the feeling. I think about how I want to feel, how people would feel if they wear this or that. Also, materials are dictators in my life lol. When I touch a fabric, it instantly gives me an idea for a piece, sometimes a whole collection comes from one Fabric. A lot of thinking, observing, reading… I am obsessed with references, vintage. 

It can also be that suddenly there is one person that can walk by and it will tell everything I want to do in the next collection, or suddenly I am into a supermarket and it gives me a field that I want to translate into materials/ look. So it’s very contrasted. I’m still trying to organize this process, but as the years pass by, I realize I have to be myself and this is how I am good. 

Describe in some words your design philosophy.

It has to be easy, man. Too much effort is the contrary of cool. Too much intellectualization is masturbation. 

I want to bring lightness, remove overthinking, but there’s one thing that I won’t compromise with, materials. I want the pieces to last, get used, torn, stained, burnt! When I was making furniture, I had the same approach. I wanted a material that is so enduring and graceful, like a big majestic horse. 

Where do you principally create your garments?

In my apartment in Brussels, on my dining table that is 3 m long. 

What were your personal favorite pieces from this latest collection and why? 

The poplin short in this Japanese fabric, hand dyed. It is so light and crispy, and looks like a boyfriend boxer short (I actually was wearing these before I made these shorts, so easy) during summer I literally wear only this, with a T-shirt or a shirt or a jumper, it’s like being naked. Freedom!

What’s your biggest passion outside of creating clothing?

Love 🙂

What drives your creative process? 

Life, with all its complexity and paradoxes. 

As a Brussels native, what are some of your highlights of the city?

Oh plenty. Brussels is very surprising. We have very good exhibitions here, I am driven by food when it comes to travel, this guides me through a city so I would say that I love a lot of places here. Thierry Boutemy is my favorite Florist, his shop feels like heaven really. 

Carbon is one of my favorite restaurants for the evening. Icon Store is one of the stores that represents the brand and this is a very nice store. « Elbow » is one of my favorite places for lunch but also Marina Bautier. Lately I’ve been in love with « Eden Island » a nomadic Brussels-based project that blends art, space, and social experience beyond the traditional exhibition format. Villa Empain is also a very nice place to visit, there is way too much to tell here. If you come, just reach out, I’ll be the guide!